Love, Luck and Magic

All Time

Inspired by her own childhood, the 20-year veteran of Sex and the City and mother of three Sarah Jessica Parker has taken the leap into children’s fashion. The collection encapsulates the classically effortless Gap silhouettes with both toddler and child sizing. These chic pieces showcase all of the latest patterns we may see on the runway, from gingham and stripes to florals and eyelet. This was not Parker’s first dip into the fashion design pool however; “she launched ‘SJP by Sarah Jessica Parker,’ a footwear, apparel and accessory label, with partner George Malkemus III back in 2014.” However, she expressed that it was an honour partnering with such an iconic world-renowned brand like Gap for this collection. “The collaboration was a natural fit as it reunites Gap and Parker, who starred in a series of Gap ads. Stemming from Parker’s family tradition of saying ‘rabbit, rabbit’ on the first of every month for good luck, the collection celebrates love, luck and magic.”

The aim of this line was to produce new items with the nostalgic feel of treasured family heirlooms. Parker wanted to promote the idea of taking a piece with a history and creating your own memories with it, as well as “the joy inherent in wishing luck upon children as they move forward in the world.”

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Parker also worked with Gap to help create two women’s dresses for this line. “Creating this collection with Gap has been such a treat as a mother, as one of eight children and as a reconnection with the brand,” says Parker. “I hope the pieces are cherished by the children who wear them, that items are passed down among generations and that some great memories are created while wearing them.”

Sarah Jessica Parker’s good luck tradition feeds into the collection through the rabbit embroidery that can be found scattered across the line “as well as special ‘property of:’ sewn-in tags to detail each wearer throughout the years which takes inspiration from her own family’s rituals.”

The American casual brand, founded in San Francisco in 1969, is proud to partner with Parker. These two powerhouses make fashion simple, comfortable and chic, and we can’t wait to see what they come up with next.